Targeting Amazon Devices

To target creative promoting Kindle Fire apps on the Amazon Appstore, DSPs can target Amazon Kindle Fire devices by ingesting the device “make” or “ua” attributes and then bidding accordingly. These two attributes distinguish Amazon apps from Google Play apps in bid requests.

Available Targeting Options

  1. Target based on bid request device.make = Amazon
  2. Parse the bid request device.ua (regex) = Amazon|Kindle|KFw{2,6}|SDw{6}|AFTw{1}

Kindle Fire Advertising ID

With the release of Android SDK 4.15, MoPub now supports Kindle Fire Advertising ID (when available) and subsequently Limit Ad Tracking. These values are passed as device.ifa & device.lmt respectively in the Bid Request. 

Note: Only Kindle Fire devices running v5.1+ will have a Kindle Fire Advertising ID.

Bid Request Examples

The following bid requests show when and how the Advertising ID and SHA-1 Android ID will be passed.

Advertising ID

For SDK 4.15+, when the Fire device is v5.1+.

{
  "device": {
     "connectiontype": 2,
     "dnt": 0,
     "geo": {
       "city": "San Francisco",
       "country": "USA",
       "metro": "807",
       "region": "CA",
       "zip": "94103"
     },
     "h": 1024,
     "ifa": "a68db973-27c2-41fe-97f5-6d1bd0db93b9",
     "ip": "8.25.197.35",
     "js": 1,
     "language": "en",
     "make": "Amazon",
     "model": "KFFOWI",
     "os": "Android",
     "osv": "5.1.1",
     "pxratio": 1.0,
     "ua": "Mozilla/5.0 (Linux; Android 5.1.1; KFFOWI Build/LVY48F; wv) AppleWebKit/537.36 (KHTML, like Gecko) Version/4.0 Chrome/49.0.2623.105 Safari/537.36",
     "w": 600
   }
}

SHA-1 Android ID

For SDK 4.15+, when the Fire device is below v5.1 or for pre-4.15 SDKs.

{
  "device": {
    "connectiontype": 2,
    "devicetype": 1,
    "dnt": 0,
    "dpidsha1": "2078d67d1feb072b311c1bbb129edd5c30162a23",
    "geo": {
      "city": "San Francisco",
      "country": "USA",
      "lat": 37.777386,
      "lon": -122.41706,
      "metro": "807",
      "region": "CA",
      "zip": "94103"
    },
    "ip": "8.25.197.24",
    "js": 1,
    "language": "en",
    "make": "Amazon",
    "model": "KFFOWI",
    "os": "Android",
    "osv": "5.1",
    "ua": "Mozilla/5.0 (Linux; Android 5.1; KFFOWI Build/LMY47O) AppleWebKit/537.36 (KHTML, like Gecko)
  Version/4.0 Chrome/41.10.500.0153 Safari/537.36"
  }
}

More Information

Useful links to Amazon’s documentation on all Kindle Fire Devices.

Device Type Device Information User-Agent Information
Fire Tablet Specifications User-Agent Strings
Fire TV Specifications User-Agent Strings

Last updated October 10, 2018

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